art of experiential design

GREAT FESTIVAL OF CREATIVITY

Shanghai, China

SUMMARY

We were asked to create and technically produce a projection mapped opening to the UK trade mission to China – the GREAT Festival of Creativity. Prince William made the opening speech and then hit a button to start our ceremonial projection introduction. The animation we created followed the branding guidelines of United Kingdom Trade and Investment. Three segments each highlighted an industry of focus of the trade festival. The animation was created specifically to fit the architecture of the famous Long Museum in Shanghai, which it was projected onto.

DETAIL

We used a single, dominant colour in each section to distinguish each of the three industry thematic segments of the show.

The first section is ‘Luxury, Fashion, & Design’ in hot reds. The second is ‘Education & Healthcare’ in clean whites. Then finally, the third section, in cool, high tech, blues is ‘Innovation & Technology’.

The video ends with the three sections combining on screen, creating the British flag and displaying the festival logo.

The depth-based illusions give the sense that the structure of the building itself is changing shape.